Deriving Customer Lifetime Value from RFM Measures:Insights into Customer Retention and Acquisition

Makoto Abe
Additional contact information
Makoto Abe: Faculty of Economics, The University of Tokyo

No CIRJE-F-962, CIRJE F-Series from CIRJE, Faculty of Economics, University of Tokyo

Abstract: The wide use of RFM analysis in CRM suggests that these measures contain rather rich information about customer purchase behavior. This research, using the RFM measures of a customer, develops an individual-level CLV model that identifies the underlying behavior traits of purchase rate, lifetime and spending, which are then linked to CLV. In the application to two datasets, frequent shoppers program data from a department store and a CD chain, the model produces customer-specific metrics that are useful for identifying preferred customers and taking marketing actions targeted at the individual level in CRM. The paper then presents a retention program for existing customers that is most effective in terms of Marketing ROI, such as what action needs to be taken to which customers at which timing. For prospective customers without RFM measures, by relating the demographic characteristics to behavioral traits, insight into acquisition strategy is obtained. --

Pages: 46pages
Date: 2015-03
New Economics Papers: this item is included in nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.cirje.e.u-tokyo.ac.jp/research/dp/2015/2015cf962.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:tky:fseres:2015cf962

Access Statistics for this paper

More papers in CIRJE F-Series from CIRJE, Faculty of Economics, University of Tokyo Contact information at EDIRC.
Bibliographic data for series maintained by CIRJE administrative office ().